Abstract

Problem Statement: Traditional retailing is being outrun by the organized retail sector, which in recent times has been overshadowed by one of the fast growing mode of retailing – ‘e-Retailing’. The usage of internet has increased phenomenally, due to convenience and wide assortments, customers willing to make online purchases are ever escalating; inspite of the aforesaid developments still bulk of customers from tier-II cities are refraining from making online purchases. Even if they make purchase online, they are limiting it to only few product categories, of low economic value. It is important for online retailers to break this shackle to leap ahead.  Thus an empirical study has been initiated to understand the various factors restraining the customers towards e-retailing and suggest suitable marketing strategies to overcome the tide.

Keywords: organized retailing, e-retailing, assortment, economic value